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FutureBrand's Country Brand Index

FutureBrand's Country Brand Index

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12/26/2012

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A thriving juxtaposition of culture and commerce,

the Asia Pacifc region is as diverse as it is wide.

Birthplace to some of the world’s best performing

companies, brands and products, the region is

also home to a signifcant number of country

brands that may be the powerhouse leaders

of tomorrow.

Although the area is still in fux and confronting

uncertainties, experts have contended for some

time that the economic center of the world is

shifting towards this region. Our experts went one

step further, describing Asia Pacifc as “the most

promising and dynamic region that the world

has to ofer.”

VIETNAM (69)

PHILIPPINES (95)

INDONESIA (78)

Country Brand Index 2012–13

© FutureBrand, All Rights Reserved

66

Country Brands
in a State
of Decline

Strong country brands come in many shapes and

sizes, but they share positive associations in a few

key areas: a reliable legal framework that protects

citizens and businesses; a corruption-free body

to enforce that framework; a political structure

that permits and encourages public participation;

and a reliable, transparent government devoted to

advocating what’s best for its people.

No matter its resources, capital or power, a

country’s brand is often understood and judged

based on these foundational underpinnings.

The following are examples of country brands

struggling to overcome their perceptual barriers.

Located at the crossroads of the strategically

important regions of South Asia, Central Asia and

Western Asia, Pakistan is home to several ancient

cultures. But, its history has also been characterized

by periods of military rule, political instability and

conficts with neighboring countries. Poverty,

violence and human rights shortcomings have lent

themselves to debilitating levels of ethnic confict

Like its fellow declining country brands, Paraguay

is plagued by corruption, an unstable government

and a fragile infrastructure. In 2012, Paraguay’s

senate swiftly voted to impeach left-wing President

Fernando Lugo. The event caused widespread

concern and unrest, with other Latin American

governments quick to denounce the move as a

Russia is a country with a rich history and many

assets—including abundant natural resources, an

educated workforce, high levels of investment and

a truly global fnancial market. At the same time,

Russia’s elite-controlled political power, corruption,

censorship and underdeveloped legal system have

among Pakistan’s people, while an often-

radical government has proven resistant to

outside ideas. Declared a nuclear weapons

state, Pakistan is predicted to soon have the

ffth largest nuclear arsenal in the world—

a development that adds tension to its

relationship with the international community.

parliamentary coup and an attack on constitutional

government across the continent. Since being

suspended from the regional trade bloc, Paraguay

has faced ongoing reputational challenges around

the world. Government stabilization and the

development of basic infrastructure would help

slow decline for both the country and its brand.

impeded its overall transformation. With excessive

bureaucracy, a desire for centralized control and

antiquated Soviet structures, Russia is failing to keep

up domestically and abroad—and lacks the key

foundational elements it needs to transform into a

modern powerhouse.

RUSSIA (83)

PARAGUAY (104)

PAKISTAN (117)

* Shown in alphabetical order

ThE REGION REpORT

Country Brand Index 2012–13

© FutureBrand, All Rights Reserved

67

Once celebrated for its archeological riches, vibrant

historical sites and hospitable culture, Syria fell into

total free fall 18 months ago when citizens began

protesting their oppressive government. Despite

mounting international pressure, President Bashar

al-Assad has unapologetically used brutal force in

response to growing unrest and rebel activity in

the country, with authorities reporting over 17,000

In the face of ongoing criticism from the

international community, Uzbekistan’s policies on

human rights and individual freedoms are cited as

worst practice examples in the world. Widespread

reporting of the torture and mistreatment of

detainees, arbitrary arrests and the prevalence

of forced labor—especially during cotton harvest

season—have led to human rights watchdog groups

to defne the country as an authoritarian state with

people killed. Despite any divided opinion on how

to handle the worsening crisis, the international

consensus remains that the violence must end

with Bashar al-Assad removed from power.

Unfortunately, even if this happens in the near

future, it will take at least a decade to rebuild both

the country and its reputation.

limited civil rights. And while there is technically

a Uzbek president, the governance model

resembles more of a dictatorship—with President

Islam Karimov winning every election held,

and opposition parties banned from running for

ofce. The result? An environment where citizens

are neither protected nor free to live their lives

as they choose.

* Shown in alphabetical order

ThE REGION REpORT

UZBEKISTAN

SYRIA (111)

Country Brands
in a State
of Decline

Country Brand Index 2012–13

© FutureBrand, All Rights Reserved

68

Alexander Cooley
Department Chair and
Professor of Political Science
Barnard College,Columbia University:

“As countries grow and defne
themselves—as they become
more in tune to the notions of
status and prestige—they’re
going to want to have metrics
to demonstrate these strides.”

Country Brand Index 2012–13

© FutureBrand, All Rights Reserved

69

The Dimensions
of a Country
Brand

The Association Dimensions

70

Value System

71

Quality of Life

75

Good for Business

79

Heritage and Culture

83

Tourism

87

Country Brand Index 2012–13

© FutureBrand, All Rights Reserved

70

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